Nara Media

BACKGROUND

Please describe your company and your position there.

I am a dedicated Acquisition Manager at Yoti.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Nara Media?

We started off with a team of 4 in Marketing with only myself working on digital acquisition so very little resource. Before my manager joined we had very little experience and knowledge with running online marketing campaigns.

This led to our former CMO outsourcing these advertising and marketing efforts to Nara media, as a way of growing the team's knowledge and experience yet promoting the app to achieve our ambitious goals; reaching millions of customers over the past 4 years.

What were your goals for this project?

Gaining global brand recognition and acquiring app users cost efficiently in over 32 counties was our ultimate goal to begin with. Ultimately, we wanted to provide people with the best online customer journey through showing relevant ads and messages across multiple digital marketing touch points.

After a few years, we moved from focusing on app installs to optimising towards deeper funnels events such as liveness test and registration complete, which meant we started to acquire higher quality users. We now want to find higher quality traffic who have the intent of sticking around and want people to continue engaging positively with our brand.

SOLUTION

How did you select Nara Media?

We researched a few digital marketing companies and ran small scale tests with a few of them. The founder of Nara Media was well known and had a proven track record of growing teams and marketing growth at scale, so we had no doubts with Nara Media.

Nara was the most successful vendor based on the cost efficient results we achieved from Facebook and Instagram trial tests.

Our CEO, CMO and my line manager decided to sign an ongoing contract with Nara based on their experience in the industry and the ability to be adaptable, agile, provide excellent resource which cover digital marketing, design and analytics.

Describe the scope of their work in detail.

The overall scope of initiative was a mixture of things from strategy, planning and buying, marketing execution, reporting and creative in multiple territories. Nara started off running our campaigns on Facebook and Instagram before growing our efforts to Google UAC.

Nara also plan and buy and execute reach and frequency campaigns and have managed other advertising publishers in the past. To date, Nara have helped Yoti to acquire over 7 million users.

This is a huge accomplishment for our company and we continue to work close with Nara Media to focus on acquiring high quality users as our business launched more products into different industries.

What was the team composition?

I work very closely with at least 2 members of the team and they provide day to day account management, weekly reporting, and continuous strategy development, creative outputs and continuous insight development.

All of this help us achieve our goals mentioned above. There are more dedicated members working 'behind the scenes' but I'm not sure how many.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Since working with Nara we have collectively achieved over 7 million downloads to date. I am not able to reveal the specifics of our performance however I can share one publicly available case study as an example.

As part of our strategy to scale Yoti whilst achieving cost efficient installs, Nara ran campaigns on Google Universal App Campaigns (UAC) across entire Google network.

As a result, cost per install was 36% below target for 2018. From November launch to February, monthly install volume increased by 7,200% and install rates continue to grow with 5% increase in CVR from January to February 2018. The success we achieved has kept our ongoing contract with Nara.

How effective was the workflow between your team and theirs?

We have a very positive close working relationship and mainly use Skype and Gmail as our main source of communication. We schedule frequent weekly calls with Nara and discuss and strategise with the team on a daily basis. I find it easy to work with Nara given they always approach feedback with an adaptive and open approach.

For example, we asked for the team to include tactics in the weekly reports to help improve our overall strategy and performance which they did the following week and it vastly improved our design briefing process and increased insights development.

What did you find most impressive about this company?

Nara is one of the most adaptable agencies I have worked with. They are here to always listen, be flexible, are collaborative, can implement, and always deliver. Being able to listen to client's needs and deliver is one of their key strengths, and I can't complain.

I have no doubts when launching large scale campaigns with Nara especially under time pressure because they always deliver time and time again. They have years and years of in-house knowledge and expertise which is why we continue to work closely with Nara as our company strives to achieve our mission.

Are there any areas for improvement?

Our weekly reports and meetings could always be contain even more insights and less performance focused so we can continue developing and improving our strategies. But Nara did already include a tactics section in the reports, I think I am someone who enjoys strategy development above or else. So it's good we have a well balanced diverse team.